Daily Inspiration: CEO/CxO Events – “Know your niche: Your expertise will only matter to those who have a mindset for expertise that matters!”

“Know your niche: Your expertise will only matter to those who have a mindset for expertise that matters!” – Futurist Jim Carroll

At any moment in time, every organization or individual might find themself in a world in which they are having to find strategies to keep up to date with disruptive changes within their industry, profession, or the product or service they sell to their customers. They must align to new forms of competition, new business models, and the emergence of new competitors; they must fulfill a need to continually develop new products or services; or must deal with volatility in pricing, salaries, and fees. It’s a natural part of ongoing business evolution.

As someone who has been in the speaking industry for more than 30 years, I’ve certainly seen it all when it comes to change within my own weird little industry. Topics evolve, new speakers emerge, ‘hot topics’ become all the rage, fee negotiations take on dramatic new twists and turns, and the very nature of the speaking gig undergoes relentless change.

Years ago, I realized that my key expertise – my niche – was my ability to dig deep into any complex trend topic and provide that deep insight in a way that makes strategic sense to the audience. This has involved such things as going into NASA (twice) for a look at the future of the space industry when privatization was accelerating and disrupting; the PGA of America when the next generation of tech-enabled golfers was beginning to have a dramatic impact on the game; or Disney when the very nature of the global engine of creativity and innovation as changing. Somehow I’ve developed a skill – a niche – of providing ‘strategic clarity’ around very unique and complex issues. This insight is priced accordingly – those with a ‘niche’ can often set the terms.

That’s why I use the phrase ‘strategic clarity’ so much. Part of the realization of my niche came about because so many of my events were being booked by CEOs or CxOs (a euphemism for CFO, CTO, CIO, CMO, and other C-something-O’s) to fit into some key strategic purpose. I recently summarized this into a simple, short brochure outline to help potential clients get right to the point.

I love solving real problems for real clients who need real substance and real insight – because I know my niche and live within it. I know that my expertise – my skills, insight, and research – will only matter to those who might be looking for that type of expertise.

The same thing happens with those who are looking for a new job, consultants chasing the next gig, and agents seeking the next opportunity – and in that context, one of the most difficult things is to get across your expertise, skills, and capabilities. That’s why coming to this realization – there are those who will not take one moment to dig into who you really are – will make it easier as the inevitable flood of rejections comes about.

Know your niche. Live within it. Double down on it. Make it clear – and make it clear in your own mind. Stick to your guns. Compete in the space in which you excel. Ignore the rest.

Becomes it will make it easier to deal with the reality of the complex world in which we find ourselves today.